This is my dumping ground for quotes and other stuff relating to the wonderful world of digital & communications.
One consequence of this data-driven revolution is that the whole attitude toward writing software, or even imagining it, becomes subtly constrained… A number of developers told me that A/B has probably reduced the number of big, dramatic changes to their products. They now think of wholesale revisions as simply too risky—instead, they want to break every idea up into smaller pieces, with each piece tested and then gradually, tentatively phased into the traffic. But this approach, and the mindset that comes with it, has its own dangers. Companies may protect themselves against major gaffes but risk a kind of plodding incrementalism. They may find themselves chasing “local maxima”—places where the A/B tests might create the best possible outcome within narrow constraints—instead of pursuing real breakthroughs… “If you rely too much on the data, you never branch out. You just keep making better buggy whips.